Clemente Tequila
I worked with Malibu-based tequila connoisseur Gene Fein to design a wordmark and set of labels for a new 100% organic tequila brand called Clemente Tequila.
Here’s a sample from the sketchbook, trying different wordmark forms, and experimenting with ways to fit the required text (sol, fuego, agua, tierra) into the label.
I was looking for typefaces that would make a good starting point. Ones to potentially customise.
The custom wordmarks were narrowed to two options (below) with the latter chosen.
Six labels were produced. Three front, three back, for blanco, reposado, and anejo — each signifying various ages of tequila (blanco the youngest, anejo the oldest).
“While everyone is staking out the high-end market with heavy crystal bottles, fancy shapes, and minimalist designs with flowery, even pastel looks, we have chosen a classic, old school direction. The first tequilas were organic. Tequila as we know it was first produced in the 1800′s prior to the use of pesticides in Mexico (which occurred in the 1930s – 1950s). Our tequila has the look, feel, and taste of those first tequilas — the ones that came from small- to medium-sized farms and were produced in an artisanal style.”
— GENE FEIN
I made each border increasingly detailed to coincide with the richer flavour given by the ageing process. Different coloured paper stocks were used to blend with the colour of the tequila.
I was required to add three names, one time only for each name, discreetly into the watermarked script. Each name needed to appear after the word ‘amor’ and be located in different places on the scroll. Those three names were: Lissa, Emery, and Jackson, for Gene’s wife, daughter, and son.
Each word in each line of watermarked script needed to be individually arranged so no words were cut from view on the left or right margin.
The Clemente wordmark was finished with a foil emboss, with printing by Tapp Technologies.
The back label went through many rounds of revisions until it was finally accepted by the TTB.
“David is an extremely creative, diligent, and reliable designer.”
— GENE FEIN
I’m David Airey, graphic designer and 
